The Effect of Electronic Word of Mouth, Influencer Credibility on Purchase Intention of Mykonos Perfume with Brand Image as Mediation

Alfian Pandu Amorsa; Tri Septin Muji Rahayu; Dian Widyaningtyas; Alfato Yusnar Kharismasyah

doi:10.55927/fjmr.v4i8.368

Authors

Alfian Pandu Amorsa Universitas Muhammadiyah Purwokerto
Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Dian Widyaningtyas Universitas Muhammadiyah Purwokerto
Alfato Yusnar Kharismasyah Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/fjmr.v4i8.368

Keywords:

Electronic Word of Mouth, Influencer Credibility, Brand Image, Purchase Intention

Abstract

This study investigates the influence of Electronic Word of Mouth (E-WOM) and influencer credibility on purchase intention of Mykonos perfume, with brand image as a mediating variable. Using a quantitative approach, the sample was 190 students from Unsoed, UMP, and UIN using purposive and quota sampling. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart-PLS. The findings show that E-WOM and Influencer Credibility positively influence purchase intention and brand image strongly mediates this relationship. The results highlight the important role of brand image in consumer decision-making, which strengthens the TPB theory.

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